借鉴赤山联姻经验，打造国际旅游品牌——威海赤山景区国际旅游品牌初探

Learn the Cooperative Experience of Mountain Chi, Create an International T ourism B rand --Tourism B rand of Mountain Chi Scenic Spot of Shidao

旅游的灵魂在文化，国际文化资源优势是旅游企业的机遇和挑战，中国具有国际旅游背景的景区如过江之鲫，但是如何利用国际文化把中国旅游企业推向世界，是一门亟待完善的学科。赤山景区作为山东最具竞争力景区和中国国际旅游文化目的地，其发展壮大和成功运作宣传推广经验对中国旅游企业国际市场的开拓具有现实的指导意义。本文通过多年的景区品牌推广实战经验，系统地分析了赤山景区的资源优势在国际旅游品牌推广中的应用，希望为旅游产品国际化提供一定的指导与支持。

Tourism brand is the most vivid cartier of promotion of the travelling destination. As an international tourism brand, Chishan plays a bigger part in popularizing tourism products. It prone to be one sign of the marketization of Weihai local tourism. Tourism culture is the heart of tourism. International culture background means chance and challenge to tourism companies. Some scenic spots in China enjoy international tourism background. ＂How to get used of international culture to put forward themselves to the World＂ is an urgent issue for such scenic spots. As both one of the most competitive scenic spots in Shandong and an international tourism resource in China, its expanding and success of promotion will be a practical guide for China＇s other international tourism rejources. This passage covers the experience of our own brand promotion and review of scholars＇studies and theories, at home and abroad which will provide guide and support for tourism marketization by analysing systematiaclly features of Chishan＇s promotion.